Select the template that matches the page type. Adapt sections based on the specific business and competitive landscape. Not every section applies to every page.
Goal: Convert visitors into enquiries or bookings.
| Section | Purpose | Format |
|---|---|---|
| What is [service] | Define the service clearly | Definition box, 80-120 words |
| Who needs it | Qualify the reader | Bullet list of scenarios |
| How it works | Reduce friction, set expectations | Numbered steps |
| Costs/pricing/fees | Address the #1 question | Table or range, not exact if variable |
| Outcomes/results | Prove value | Stats, case study snippets, before/after |
| Why choose [brand] | Differentiate | 3-5 bullet points with specifics |
| FAQ | Capture PAA traffic | 5-8 questions, 40-60 words each, FS target |
| CTA | Convert | Clear action, reduce risk (free consult, no obligation) |
Schema: Service + LocalBusiness (if location-specific). Do not add FAQPage for Google visibility; no AI or ranking benefit is confirmed. Primary keyword placement: H1, first 100 words, one H2, URL slug, meta title
Goal: Rank for informational queries, drive readers to service pages.
| Section | Purpose | Format |
|---|---|---|
| Direct answer | Win Featured Snippet | Answer-first paragraph, 40-60 words, FS target |
| Background/context | Set the scene | 1-2 paragraphs |
| [3-5 H2 subtopics] | Cover depth from PAA/gaps | Mix of paragraphs, lists, tables |
| Common mistakes | Add unique value | Numbered list with explanations |
| FAQ | Capture long-tail traffic | 5 questions from gap analysis |
| CTA to relevant service | Convert intent | Contextual link, not hard sell |
Schema: Article. Do not add FAQPage for Google visibility; no AI or ranking benefit is confirmed. Primary keyword placement: H1, first 100 words, URL slug, meta title, one image alt text
Goal: Build trust, demonstrate real outcomes.
| Section | Purpose | Format |
|---|---|---|
| Outcome summary | Lead with the result | Bold stat or outcome in first line |
| Client situation | Context | 1-2 paragraphs, anonymise if needed |
| The challenge | Problem framing | What was at stake |
| Our approach | Show expertise | Step-by-step or narrative |
| The result | Prove value | Specific figures, percentages, timelines |
| Key takeaways | Reusable insight | 3-5 bullet points |
| Related services CTA | Cross-sell | Link to the relevant service page |
Schema: Article (with subject and outcome in description) Primary keyword: The outcome or matter type, in H1 and title
Goal: Rank for broad topic terms, funnel visitors to sub-pages.
| Section | Purpose | Format |
|---|---|---|
| What this area covers | Define scope | Overview paragraph |
| Sub-services/products (linked) | Hub linking | One H2 or H3 per sub-page with description and link |
| Who we help | Qualify audience | Bullet list of personas |
| Process overview | Set expectations | Numbered steps |
| FAQ | Capture variations | 5-8 questions |
| CTA | Convert | Clear next step |
Schema: Service + BreadcrumbList. Do not add FAQPage for Google visibility; no AI or ranking benefit is confirmed. Primary keyword: Category name, in H1, title, URL, first paragraph Site Structure Rule: MUST include every relevant sub-page from the sitemap.
Goal: Single conversion action, minimal distractions.
| Section | Purpose | Format |
|---|---|---|
| Hero (offer + CTA) | Convert above fold | Headline + subheadline + button |
| Problem statement | Agitate pain | 2-3 sentences |
| Solution/benefits | Present the fix | 3-5 benefit bullets |
| Social proof | Build trust | Testimonials, logos, stats |
| How it works | Reduce friction | 3-step process |
| Objection handling / FAQ | Remove doubts | 4-6 common objections answered |
| Final CTA | Convert | Repeat the offer |
Schema: WebPage. Do not add FAQPage for Google visibility; no AI or ranking benefit is confirmed. Primary keyword: Offer or outcome, in H1, title, hero subheading
Goal: Capture PAA and Featured Snippet traffic.
| Section | Purpose | Format |
|---|---|---|
| 8-15 questions | Grouped by subtopic | Each answered in 40-60 words, FS target for each |
| CTA after last question | Convert | Contextual next step |
Schema: WebPage. Google retired FAQ rich results for all sites on May 7, 2026, and no AI or ranking benefit is confirmed. Use QAPage only when users can submit answers to a single question. See the seo-schema skill for the canonical position. Primary keyword: In H1 as "[Topic]: Frequently Asked Questions", in first answer
Goal: Rank for [service] + [city] queries.
| Section | Purpose | Format |
|---|---|---|
| What we do in [city] | Local relevance | Overview with city name naturally included |
| Local areas/courts/landmarks | Hyper-local signals | List of suburbs, jurisdictions, or landmarks served |
| Service areas | Geographic scope | List or embedded map |
| Why local matters | Justify the page | 1-2 paragraphs on local expertise |
| Team in [city] | E-E-A-T | Brief bios of local staff |
| Local reviews/testimonials | Trust | 2-3 reviews mentioning the location |
| FAQ | Local variations | 5 location-specific questions |
| CTA | Convert | Local phone number, address, booking link |
Schema: Service + LocalBusiness (with address, phone, geo coordinates) Primary keyword: [Service] [City], in H1, title, URL, first paragraph, LocalBusiness schema
Goal: Build trust, support E-E-A-T across the site.
| Section | Purpose | Format |
|---|---|---|
| Who we are | Brand positioning | 2-3 paragraphs |
| Our story/founding | Humanise | Narrative with founding date |
| Our team | E-E-A-T | Individual bios with credentials, photos |
| Our values | Differentiate | 3-5 values with brief explanations |
| Awards/recognition | Authority | List with dates |
| Media mentions | Authority | Links to press coverage |
| CTA | Convert | Contact or services link |
Schema: Organization + Person (per team member) Primary keyword: Brand name or "[Brand] [industry]", in H1 and title
Goal: Establish brand authority, funnel to service and location pages.
| Section | Purpose | Format |
|---|---|---|
| Hero (value prop + CTA) | First impression | Headline + subheadline + primary button |
| Services overview | Show scope | Card grid or linked list to service pages |
| Why us (differentiators) | Stand out | 3-5 unique selling points |
| Social proof | Trust | Testimonials, client logos, review stars |
| Location/service area | Local relevance | Map or area list |
| FAQ (for GEO) | AI search visibility | 4-6 broad business questions |
| CTA | Convert | Repeat primary action |
Schema: Organization + WebSite + Service Primary keyword: Primary service + city, in H1, title, first paragraph